Email is still a powerful way to market your business
this is despite the increase in businesses turning towards inbound methods like blogs and social media. Email when implemented correctly can bring just as much (if not more) business than other online methods and shouldn’t be dismissed as part of your marketing plan.
The negative about email comes from the mass mailing, impersonal and non-permission based advertising that lots of business have used now and in the past. This negative tactic of creating mass amounts of emails from people that haven’t asked for you to send to them causes a ‘spam’ like reaction and causes instance negativity and in most cases the deleting of emails without opening, unsubscribing, reporting and definitely not buying from your business.
The positive side to email marketing is when you consider the permission based advertising, this is when a customer asks for you to send them the information and gives you permission to make contact with them. The email is in your CRM system because they have agreed and that they want further contact. With this method when you email your contact they are happy to receive and so are more likely to open, react and buy from you.
Old School Versus Modern Marketing
Businesses are at the crossroads of 2000’s marketing (mass mailing to very large databases which have been mainly borrowed or stolen) to the 2017’s marketing (small, targeted and permission based). Not many businesses would be prepared to give up a 10,000+ database for a targeted 100 and so the cycle repeats itself. How many of the 10,000+ actually open your emails? react to your emails? or buy from you? How many of the contacts actually cost you money from paying to host them in expensive CRM systems?
If you aren’t already then 2017 is the time for you to start to extract those customers into separate lists, you need to identify those customers who are part of your targeted audience. With a smaller more targeted audience you’ll be able to build better relationships and send your contacts emails that are specific to them. No more mass mailing and no more wasting your customers time with emails that are no use to them. Splitting down your contacts is the first step, splitting them down further into interests would be the second.
Databases also deplete almost daily, so you need a plan in how to replenish the missing leads. Take the opportunity to find new leads, that will be warm to your database and increase the likelihood that they will buy from you in the near future.
Here are a few ways to find new contacts that are great for your database: –
Create Value Campaigns
Creating great value through blogs, newsletters and e-books will add value to your potential customer’s business. This will allow you to gather information in exchange for the information and allow you to showcase your expertise via the download.
Competitions are a good way of increasing databases through the taking of information to enter, you should take the opportunity to ask further questions that perhaps you couldn’t in a value campaign.
Building up key relationships on LinkedIn can see you increase your own database, LinkedIn has a large amount of professional people who will be your perfect target audience. Send in-mails, write posts with links to sign up forms and use the LinkedIn groups to showcase your content that leads the customer back to key landing pages or website pages.
Use Social Media platforms to reach large audiences and convert into leads. You can write interesting content that entices people into reading further or you can search out contacts that would be great for your business via the platforms search engine.
Extending Your Customers Journey
Think about the customer’s journey and try to extend at every opportunity, for example you can have links to other blogs, web pages or e-books. Why would you write content for it only to be read once or be seen on one single day only?
Are You Ready To Start?
Email Marketing is still as important as it was several years ago, it’s just the rules have changed over time. No longer is just the title, subheading, image or content essential its now the permission to send the email that rules. Without permission you’re aggressively marketing your business to a contact and thats only going to cause a negative reaction. Instead use an inbound method of creating great content that encourages the contact to want to hear more from you.